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Within this essay, I will be talking to you about an organisation called Deliveroo and the key issues and concepts within Deliveroo marketing plan. The way in which I will structure this essay is by first giving an introduction about my chosen organisation, followed by an in-depth analysis of the industry in which Deliveroo operate within, including the internal and external environments for Deliveroo.

Deliveroo, or formerly named as Roofoods Ltd [1], is an online food delivery company which was founded in 2013 by its CEO Will Shu. Headquartered in London, Deliveroo’s aim is to try and help local restaurants, by giving them a platform and service to sign up for to increase that restaurants customer base; once a restaurant is listed that target market within their postcode are able to order food & beverages through the Deliveroo website and have it delivered to the consumers desired location via a courier. The business model of Deliveroo is by making a commission off all the revenue that the restaurants make within their service and a delivery fee of £3. “Our mission is to bring the world’s best-loved local restaurants into everyone’s home or office- fast [2]”.

[1]https://beta.companieshouse.gov.uk/company/08167130 [2]“Our mission is to bring the world’s best-loved local restaurants into everyone’s home or office- fast” Deliveroo ( FAQ.2016. Deliveroo| FAQ. (Online) Available at: https://deliveroo.co.uk/about-us  (Accessed 18 Oct 2018)

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The macro environment are external features that can have an influence on the company directly but they are not under their control, or example governmental laws, economic and socio cultural and Technological changes depending on the sort of company and the market in which they operate within. If we look at the PEST diagram and relate it back towards Deliveroo, we can see there are a number of factors which can have an influence upon the company as a whole regarding its operations and also its business structure, it is also a great way to help us and Deliveroo understand and anticipate their future consumers wants now and within the future.

As to recent economic regulations from the EU referendum, there will be a few changes to working laws regarding non-UK[SJ(2] employees, so this potentially can steer away many foreign workers. Deliveroo’s has not created the best impression and public relations when it comes to its workforce standards and[SJ(3] welfare, so a large majority of Deliveroo’s couriers are of non-British decent due to the poor working environment and how unappealing it portrays to be. This social cultural factor intertwines with the referendum economic factors, creating a big problem for Deliveroo due to the aspect there will be a decrease within Deliveroo’s workforce from all the workers choosing not to be employed within the UK. The solution that Deliveroo have decided is to try and employ[SJ(4] a new demographic, students, however due to the negative image that is there and the industry actions such as lawsuits, the initial supply is not meeting desired demand for Deliveroo.

[SJ(1]Tech

[SJ(2]Economic Aspects (PEST)

[SJ(3]Social cultural

[SJ(4]Concluding both economic and socio cultural.

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As to recent economic regulations from the EU referendum, there will be a few changes to working laws regarding non-UK[SJ(1] employees, so this potentially can steer away many foreign workers

[SJ(1]Economic Aspects (PEST)

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Deliveroo’s has not created the best impression and public relations when it comes to its workforce standards and[SJ(1] welfare, so a large majority of Deliveroo’s couriers are of non-British decent due to the poor working environment and how unappealing it portrays to be. This social cultural factor intertwines with the referendum economic factors, creating a big problem for Deliveroo due to the aspect there will be a decrease within Deliveroo’s workforce from all the workers choosing not to be employed within the UK.

[SJ(1]Social cultural

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Deliveroo is a solely internet based company, its business model is solely down to all the stakeholders operating through Deliveroo’s website so it is crucial that the technological side of the PEST model is up to date, consistently finding ways to try and innovate to help persevere with the constant expansion of the Deliveroo brand itself and its high demand market. Deliveroo already have an app which can make life easierfor the workforce[SJ(1] as all the communication from all of the parties are channelled through one source, making it a unique selling point(USP) which does not require much maintenance to operate.

[SJ(1]Tech

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Mirco Environments are internal features within a company can be influenced towards interactions with the stakeholders of the firm, this includes target market, customers, suppliers and competition.

Revenue Streams: Deliveroo has two revenue streams: a flat fee of £2.50 for delivery to customers and a commission that it charges restaurants for each order. The commission fee amount is not publicly available

Customers / Consumers :

Deliveroo has a multi-sided business model, with two interdependent customer segments that are both needed in order to operate.  Individuals at home or at work who want food delivered from quality restaurants, the consumers will want a system that works from business to business to the customer by purchasing the product of a desired food or beverage, Deliveroo are not selling the product directly to the consumer, they are acting as an intermediary that Is selling the service of the restaurants directly towards the consumers.

Restaurants (Suppliers):  Foodservice places that do not offer a delivery service but want more customers
Competitors:These are businesses that will operate within the same market asnd business model as Deliveroo, selling similar sorts of products and services. The online food delivery market has become very competitive; with new competitors present with large backing and portfolio backing them such as UberEats and AmazonResturants and new competitors at smaller levels starting domestically or abroad, for example, ‘Take Eat Easy’ who have migrated their operations from Brussels to try and penetrate the UK market.

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Strengths:
If we look at the Strengths, weaknesses, opportunities and threats when it comes to Deliveroo and their brand as a whole, we can see a great deal of aspects that have a beneficial and negative affect upon them. The one of the strengths of the Deliveroo brand is the industry that they operate In and the power that they have within the takeaway market, [1]Deliveroo will have exclusive takeaway partnerships with certain establishes to undercut its competitions in order to ensure[SJ(1] customers can order what they desire at the lowest price.This aspect will help gain and keep competitive power and cost advantages as Deliveroo will have control of their own apps so they can avoid traditional taxing and employment legislations due to the fact that they are under a gig based system. Due to the nature of the Deliveroo business and its target market, they will always have a constant supply chain, this will come as a huge benefit towards Deliveroo as they do not produce any of their products, they create partnerships and contracts with kitchens and restaurants to create the food for the consumers and have their self-employed staff deliver it, making each part of the supply chain vested, so that all stakeholders, both employees and drivers are supporting each other.

[1]https://businessteacher.org.uk/swot/deliveroo.php

[SJ(1]https://businessteacher.org.uk/swot/deliveroo.phpStrengths.

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The weaknesses of the Deliveroo will come from the brand itself both visually and internally. From a visual point of view, the company itself has been facing branding issues as they are trying to distinguish themselves from their fierce competitors, however branding is not the issue, it’s the loyalty and the brand, consumers will always choose the product they desire for the lowest value so the branding has to go towards a new direction which is trying to gain a form of brand loyalty and legitimacy in the aggressive market[SJ(1] . Another internal weakness that Deliveroo process is the platform in which they operate on, they are solely reliant on their app service, if this app is not operating to the peak efficiency they it will result in crashes and consumers being dissatisfied with the service which will also result in less consumer base due to the criticism and communications.

[SJ(1]Weaknesses

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However, due to all these weaknesses there is potential and opportunities to offer for Deliveroo if they seize them and gain a competitive advantage. As the market that Deliveroo is constantly changing, the consumers themselves are innovating the food market themselves with the trends which are being set within food. With the rise in awareness and the constant changes in foods such as healthier alternatives such gluten free and veganism. If Deliveroo can reach restaurants that can satiate these demands then it can increase their market share within the food sector[SJ(1] .

[SJ(1]Opportunities

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Just like opportunities, the food market changes can also be its threat aswell; the change of food tasting, just because Deliveroo are willing to change, it does not mean that the restaurants they are advertising are not willing to adapt.
there is also a threat of the workforce internally for Deliveroo